Just under a year ago McDonald’s was a darling of business analysts. Yet it’s now facing tough times writes Julie Jargon. What happened?

McDonald’s outlets are gaining an increasing repetition for rudeness and slow service.

According to one study, McDonald’s is among the least friendly of the major fast food chains – only Burger King is worse.

To deal with these issues McDonald’s is trying out a ‘dual point’ ordering system where customers order on one end, grab a ticket, watch for their number to flash on a screen, and then head over to pick up their order. The person who gives them their order is meant to thank them and ask to see them again.

The fast food chain is also trying out software that will help its many independent stores understand the optimal number of staff required on hand at any given time.

Instead of having cashiers and cooks do all the work, the company is also looking into creating specialized runners who do nothing but fetch the components of a meal and put it together for customers.

Read more about McDonald’s woes, its financials, and what executives have to say over here.